Michelle_Ch10

Mediums

A medium is the "general category of available delivery systems." So this could be broadcasts, magazines, newspapers, direct marketing, or another type. Choosing the right medium has a lot to do with who you are trying to communicate your message with. If you are trying to connect with a younger crowd, the radio might not be the best place for your message. 

https://www.forbes.com/sites/johnhall/2014/04/20/how-to-choose-the-right-medium-for-your-message/#722e7f1d2932

The article I found talks about how to choose the right medium for your message. They discuss the importance of a medium and how it can effect the entirety of the message. There are three things to consider when choosing a medium: audience, budget, and message. Each of these aspects are important to think about and play a major role in deciding where you are going to advertise. If your budget is small then a 5 minute commercial obviously isn't realistic for you.